According to a new survey from the Association of National Advertisers and the Mobile Marketing Association, 88 percent of marketers at large retailers and consumer brand manufacturers say they will use mobile marketing this year. What's more, 75 percent of those already marketing to mobile consumers plan to increase their spending by an average of 59 percent compared with 2010.
That's why Heidi Cohen of ClickZ says "2011 is the year to add mobile to your marketing mix."
So, what can marketers do to to get their arms around this new opportunity?
They can attend sessions like Smart Mobile Marketing at SES New York 2011. They can take a Mobile Marketing Mini MBA course at the Rutgers Center for Management Development (CMD). Or they can do both.
Rutgers CMD has just announced two new Mini MBA courses on Mobile Marketing starting in April. The Rutgers Mini MBA: Mobile Marketing program is the first such executive education course offered by one of the top universities in the USA.
And students registering for these programs before March 21 will receive a 50 percent discount to SES New York 2011. The SES Conference and Expo, which will be held at the Hilton New York March 21-25, is the leading search and social marketing event.
Now, if you want to check out the Rutgers Mobile Marketing Mini MBA Cours, Rutgers CMD will also be holding a Mobile Marketing Open House on Thursday, Feb. 17, featuring Christina "CK" Kerley, an industry expert who will discuss how mastering mobile marketing is vital to today's business success. For more information and to register, go to http://mobilemarketingcmd-openhouse.eventbrite.com.
In a press release, Kerley says, "With 5 billion mobile devices in use worldwide and a proliferation of Web-enabled mobile platforms like smartphones and tablet computers - a global revolution has been ignited in anywhere, anytime, always-on media. There's no doubt about it: mobile technology has arrived worldwide, and this remarkable new set of technologies is driving stunning revenue opportunities and a host of new success imperatives for today's companies."
It's worth noting that the press release also includes QR code to the URL of the Rutgers Mini MBA: Mobile Marketing program page. QR codes are of particular interest to mobile marketers, giving them the ability to measure response rates with a high degree of precision, allowing for easier return on investment calculation, thus helping justify spending on marketing budgets.
Users with a camera phone equipped with the correct reader application can scan the image of the QR Code to display text, contact information, connect to a wireless network, or open a web page in the phone's browser. This act of linking from physical world objects is known as a hardlink or physical world hyperlinks.
Google's mobile Android operating system supports the use of QR codes by natively including the barcode scanner (ZXing) on some models, and the browser supports URL redirection, which allows QR Codes to send metadata to existing applications on the device. Nokia's Symbian operating system is also provided with a barcode scanner, which is able to read QR codes. In the Apple iOS, a QR code reader is not natively included, but over 50 free Apps are available with reader and metadata browser URI redirection capability.
In addition to Rutgers, other organizations have started to use QR codes in their press releases. Click on "Nationwide Insurance Enhances Mobile Platforms" to see one example. Or click on "CellAntenna to Exhibit at American Correctional Association 2011 Winter Conference" to see another example.
The Rutgers Mini MBA certificate program is designed for executives or teams of professionals who work in marketing, advertising, public relations, branding, communications, strategy and sales. It is also tailored for individuals who seek to increase their value in the job market by improving their knowledge of mobile marketing.
The Rutgers Mini MBA: Mobile Marketing program delivers course content on a program-supplied Apple iPad and a program-supplied Apple iTouch. The cost of the Certificate Program is $4,995, which includes all instructional materials on a pre-loaded Apple iPad and iPod Touch as well as fees. The Rutgers Mini MBA Program may qualify for corporate tuition reimbursement.
An accelerated 1-week program will be held Monday through Friday, from 9 a.m. to 4 p.m., April 4-8. A 12-week program will be held one evening per week on Thursdays, from 6 to 9 p.m., starting on April 7 and ending on June 23, 2011.
So, figure out of you want to go to SES New York 2011, take the Mobile Marketing Mini MBA course at Rutgers, or do both. It's your call.